By John McCarthy Adland has a penchant for celebrating creative, but often forgotten are those planning, buying and executing the campaigns. Meet the Media Minds sees The Drum address that imbalance and dig into the models and strategy of the world’s biggest media agencies. This week we touch down with Matt Read, group head of digital at Space & Time. What would be your first lesson for a newbie media type? Don’t let the scope of your knowledge be limited by your job title. It’s very easy in this industry to get set on a path of one media channel or one Read full story › Source: The Drum...
Read MoreBy John McCarthy Out-of-home advertisers were expecting a swell of activity (in England at least) on the subdued launch of so-called ‘Freedom Day’ – Monday 19 July – which walked back some of the Covid-19 restrictions the public has endured over the last year. For advertisers, theoretically, this meant greater footfall and some clients returning to spend. The Drum looks at how brands changed gear. Transport for London (TfL) recently best summed up the out-of-home (OOH) sector’s excitement to see those footfall levels return after a lax year of reduced travel where inventory upgrades suddenly took precedence. It isn’t alone in anticipating Read full story › Source: The Drum...
Read MoreBy Jenni Baker Site search is broken, how do we fix it? Brands invest big bucks in user experience (UX), search engine optimisation (SEO) and paid search but continue to overlook one of the most important touchpoints in the customer journey today – their own on-site search experience. And it’s costing brands both money and business. According to Yext research, 88% of UK adults say site search is important to provide them with accurate and up-to-date information. Surely that would make it a top priority for marketers, right? Wrong. Over half (56%) of customers believe site search provides them with unrelated search Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny The first in a series of savvy marketer guides, brought to you by The Drum and MoPub, looks at how brands can finally connect mobile ad investment with the time people spend on their devices. The investment in mobile, while growing comfortably over the past decade, has never managed to catch up to the incredible surge in importance that devices now play in our lives. Perhaps the gap could have been shortened, if it wasn’t for the pandemic creating a shift in behaviour and reinvigorating the mobile phone’s part in our lives over the past year. In the context of being Read full story › Source: The Drum...
Read MoreZapp – the fast-growing startup that delivers snacks, drinks, essential groceries and other everyday items within minutes, 24/7 – has launched its first ever advertising campaign, ‘Want it. Need it. Zapp it.’ Announcing the brand’s arrival into the emerging rapid-delivery market, the campaign heroes the thousands of everyday products and brands the company has to offer with a simple but striking creative that will appear on major landmarks across London and Manchester throughout the summer. A vibrant product pattern on the iconic Zapp hero blue color features short, punchy copy that highlights the firm’s convenience offering, there to meet the more spontaneous Read full story › Source: The Drum...
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